Unit 1: Reading the Media

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Presentation transcript:

Unit 1: Reading the Media KEY CONCEPTS: Media Language

Introduction to Media Language Session 1: Semiotics & Symbols

Session One By the end of this session you will be able to: Read the denotative and connotative levels of meaning within a PRINT media text Use and understand the key terms used in the analysis of media language (Denotation, Connotation, Signifier & Signified) Write a coherent analysis of the symbolic codes within a movie poster

Analysing Media Texts: A Framework Divides codes of media language into three categories – these can help you to understand the meanings of a printed text 1. Cultural Codes Lighting & Colour Positioning Setting & Locations Facial Expressions & Body Language Objects Key Signifiers/Images Clothing, Hair & Make Up 2. WRITTEN Slogan Typeface/Font Headlines Captions Style Choice of words Emphasis of words 3. TECHNICAL Camera Angles Framing (ELS, LS, MLS, MS, CU, ECU, POV) Cropping Juxtapostion (2 separate signs that together make contrasting meaning)

KEY TERM: Semiotics Definition: The study of SIGNS Examines how symbolic, written and technical signs construct meaning Looks at how meaning is made and understood

KEY TERM RECAP: Signifier & Signified THE SIGNIFIER – The sign: a word, colour or image (i.e. the colour BLUE) THE SIGNIFIED – The concept/ meaning/associations that the sign refers to (i.e. BLUE is often associated with sadness or the sea etc.)

Signifier & Signified: Examples Signifier: Red rose with a green stem Signifies: a symbol of passion and love - this is what the rose represents Signifier: Brown cross Signifies: a symbol of religion, or to be more specific this is a symbol of Christianity Signifier: Heart Signifies: a symbol of love and affection

TASK: Green What does ‘green’ signify? =

TASK: Pink What does the colour ‘pink’ signify when used on this magazine cover? List five signifiers.

How to read the signs and signifiers within a Media Text All media texts have 2 layers of meaning: DENOTATIVE LEVEL/Signifier: What we actually see CONNOTATIVE LEVEL/Signified: What you associate with this image

KEY TERMS 3: Denotation & Connotation Denotative: The surface meaning Connotative: The deeper or hidden meanings and associations

TASK: What do the following signs signify TASK: What do the following signs signify? Make a list of all the meanings and associations you can think of for each signifier: B C A E D

A: Barbie Doll

B: Hamburger

C: The Statue of Liberty

D: Bus

E: Nike Swoosh

This image denotes the movie star Marilyn Monroe

The image connotes glamour, stardom, sexuality, beauty If this was one of the last photographs of Marilyn Monroe, we may also associate it with her depression, drug-taking

This image denotes a tropical island The image connotes peace, tranquility paradise, holiday, summer to some readers. …but think about the film ‘Castaway’, the victims of the Bali bombings or the recent tsunami - in this case the image may connote isolation, fear, tragedy. It is important to note that images have different connotations depending on the reader of the image/text and their time and place

Denotation & Connotation within a Media Text – A Movie Poster The Mission Impossible Poster denotes a MATCH and a GLOBE OF THE WORLD What are the connotations of The match? The globe? The position of both?